BY ANN-MARIE ALCANTARA, ADWEEK
Centeno agrees, however, that “diversification is critical” for DTC brands, and Karalyn Zamora, director of digital marketing at Gravity Products, thinks it’s a step in the right direction. Zamora said the seller fee isn’t a total turn off if checkout helps the company increase conversion rates and lower CPAs.
“Any platform that allows us to balance scale with efficiency is interesting to us,” Zamora said. “Additionally, we remain committed to sales channel diversity, using not only Instagram and Facebook, but Amazon and other traditional retailers as well to drive revenue. This diversification is imperative for any digitally native brand as they mature.”